Beyond Banking
In 2022, Tech layoffs fed a start-up resurgence. Start-ups need a reliable banking platform more than ever, yet they're skeptical of traditional banks.
So, we created a multi-channel brand awareness campaign with bespoke product photography that embraced the challenge of improving start-ups' understanding and trust in Mercury by addressing the elephant in the room.
Mercury isn't banking as you know it. And that's by design.
Agency: Instrument
Role: Creative Director
Team: Jay Clarke, Sarah Corey, Kylie Freeman, Sem Kelati, Chris Larson, Brandon Marshall, Kurumi Yoshimoto, Erik Zimmerman
For Your Life's Work
Notion's mission is to empower everyone to tailor the software that they use every day to fit their exact needs.
To shift the perception that Notion is primarily for personal use, we needed to highlight the professional benefits for businesses, from checking off to-do lists to launching the next big thing. As a result, we developed their first international brand campaign: "For Your Life's Work."
Our mission was to tap into culture and our global reach to find human and relatable (but interesting) stories we hadn't seen before. The campaign reached over 1.5 billion impressions globally and now lays the groundwork for more direct response efforts that will capitalize on Notion's sustained momentum.
Agency: Instrument
Role: Creative Director
Team: Brooklynne Worthington, Damian Riddle, Dani Ransom, Desiree Etzel, Evan Gütt, Hannah Carlton, Jack De Caluwé, Jess Rashcio
Runners Helping Runners
Runners Helping Runners is a mindset, a community, and an invitation. It's about getting back to the joy and optimism of running and sharing our diverse experiences to help each other get better.
To communicate the joy and optimism, Nike enlisted Instrument to create end-to-end content that leveraged runners whose personal pursuits tie back to the message of health, wellness, and, most of all, fun.
Partnering with Nike, we led casting, pre-production, a video shoot, and photo capture. Our finished campaign stretched across Nike's digital ecosystem, including dot-com, the Nike app, owned and paid media, and retail.
Agency: Instrument
Role: Associate Creative Director
Team: Amy Boyd, Anna Swenson, Jessie White, Kara Smarsh, Orly Rodriguez, Paola Delucca, Peter Black, Ryan Garber
Ultra Sound Presented by Nike(M)
For Black mothers-to-be (and their children) access to sport and wellness isn’t just self-care, it’s survival. Yet gaining that access is harder than ever. Nike Women came to Instrument with a singular mission—to serve mothers on the ultramarathon that is pregnancy.
In partnering with Nike we quickly established that our job was simple—amplify the voices of Black mothers (and then get out of the way). Together, we created Ultra Sound, an open and honest five-episode conversation series for Black moms-to-be. Hosted by mom and Olympic champion Sanya Richards-Ross, each episode dove into the authentic experience of Black motherhood—its community, dreams, challenges and joy.
From medical inequities to raising Black boys, to home births and astral planes, we really went there. Each episode is supported by exclusive Nike App content and a flight of deliverables across social channels.
Agency: Instrument
Role: Associate Creative Director
Team: Aidee Solis, Al James, Ana Slade, Bee Walker, Candice Pires, Ethel Moore, Jessie White, Jonanna Widner, Kristin Reick, McKenna Koons, Noelle Shachter, Paul Welch, Peter Black, Ravi Mongia, Tea Qui, Tim Chi
Nike Luxe: Made to be lived in
Women today are living in leggings. All day, every day, from running to working to relaxing, they’re her go-to. This campaign is a step toward owning more of the leggings space—and (re)introducing the newly revamped assortment of Nike’s in an entirely new way.
Agency: Instrument
Role: Associate Design Director
Team: Al James, Marisa Olsen, Nishat Akhtar, Noelle Shatcher, Olivia Johnson, Ryan Garber
Agency: Instrument
Role: Associate Design Director
Team: Al James, Marisa Olsen, Nishat Akhtar, Noelle Shatcher, Olivia Johnson, Ryan Garber
Converse Renew Denim
Upcycled vintage denim in a classic Chuck style? Yes, please! Elevate that Canadian tuxedo. From concept, production, and final execution we got to do it all.
Agency: Instrument
Role: Art Director
Team: Al James, Danielle Juncal, James Heredia, Judy Kim, Marisa Olsen, Sarah Merriman